global community charter school

a world-class education

distinguishing a premier harlem charter school


get the world OOH Campaign




Advertising, Art Direction, Campaigns, Copywriting, Concepts, Creative Direction, Graphic Design, Naming, Out of Home, Project Management, Strategy

creative direction: fabrice frere & michelle keller
graphic design: michelle keller
brand messaging/copywriting: fabrice frere & michelle keller

Situated in the heart of Harlem, Global Community Charter School (GCCS) proudly stands as an International Baccalaureate (IB) World School. Its mission: serving the Harlem and surrounding community by providing students in grades PreK through 8 with a unique and challenging learning experience. When the time came to launch a new outdoor advertising campaign for the upcoming academic year, the challenge GCCS faced was how to effectively attract new families and students who desired an exceptional IB educational experience.

In response to this challenge, PlanetFab was engaged to develop an advertising campaign that not only conveyed their commitment to a global education but also highlighted their strong ties to the Harlem community.

Our concept, ‘Get The World,’ perfectly captured GCCS’s vision of preparing students for the global stage. To underscore their connection to Harlem, we introduced the tagline ‘Harlem Hearts, Global Minds.’ This dynamic duo became the soul of the campaign, symbolizing the school’s dedication to both a global education and the local community.

To visually bring the campaign to life and set GCCS apart from the competition, we created a crayon-drawn globe as the ‘O’ in ‘WORLD,’ introduced a bold new typeface, and black-and-white photography, which gave the campaign a playful yet sophisticated edge.

The outcome – an influential and impactful campaign displayed through a series of bus shelters throughout Harlem and neighboring areas. Our strategy seamlessly conveyed GCCS’s mission, values, and vision, and most importantly, it resonated with the target audience, achieving the desired goals.

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